Which objectives support Audience Expansion?
Audience Expansion can be used within the following objectives: Reach, Engagements, Video views, Pre-roll views, Website traffic, Followers, and App re-engagements.
Within App install campaigns, we recommend using Automated Targeting.
Why doesn’t the audience size estimate change when I enable Audience Expansion?
At this time, the audience estimate / forecaster module does not support Audience Expansion, and it is expected that the audience size will not change. This is a known display limitation, and it does not mean that:
More information on targeting types that generate audience estimates here.
How does the Audience Expansion decide which people to target?
Using the criteria that you’ve selected to define your target audience, we create a seed audience. Audience Expansion then uses this seed audience to find look-alikes - in other words, people who have similar traits or behave similarly on Twitter.
These look-alikes are then grouped based on their similarity to your targeted audience and filtered in or out based on the level of expansion you’ve chosen.
Finally, we apply any demographic targeting, device targeting, and exclusions to determine who is eligible to be served an ad from the given campaign.
What targeting criteria is not eligible to be expanded?
Across all 3 levels of expansion, the following criteria will always be respected: Gender, Age, Location, Language, OS, OS Version, Device, and Exclusions (Keywords, Custom Audiences, Do Not Reach Lists).
Since Audience Expansion fully respects these targeting criteria, scale be constrained if targeting is too restrictive (e.g. selecting a granular location, a narrow age range, and an exclusion Custom Audience).
For best results, opt for broader targeting in these fields.
Are Excluded Audiences, Do Not Reach Lists, and Excluded Keywords respected in Audience Expansion?
Yes - Excluded Audiences, Excluded Keywords, and Do Not Reach Lists are fully respected.
Why am I seeing impressions associated with Keywords, Interests, etc. that I did not target?
Enabling Audience Expansion means that you are extending your campaign’s reach beyond the specifically designated targeting criteria. Other than the fully respected criteria mentioned above, it is expected for impression to serve outside of your targeting selections.